Is pharma putting all of its eggs in one COVID basket? 16th December 2020 The pharmaceutical industry’s reputation has undoubtedly been enhanced by its response to COVID-19. The sector has been buoyed by the vaccine launch and distribution news, plus previous research, treatment and testing, backed by impressive cross-sector partnerships. All of these highly visibly outcomes have presented the sector as responding rapidly to a wider societal need and having put aside competitive differences for the common good. Pharma's reputation However, one concern for the industry, which I will go on to discuss at length, is the sense that pharma has been narrower than any other sector in its focus and has, in a sense, put all of its eggs in one basket. The ultimate reputational gains for the sector will depend entirely on the long term successes of the vaccines, and how long the successes take to materialise.